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从星巴克、GAP到Airbnb:历数那些不如不换的品牌logo

Benjamin Snyder 2014年07月23日

Logo是一家公司的品牌形象,很多公司企图通过换logo来给消费者展示新形象,但越是受欢迎的品牌在换logo时的风险越高。已有前车之鉴显示,换不好不光会引来对“瞎折腾”的吐槽,甚至会把消费者推到竞争对手那里去。

    度假公寓租赁服务网站Airbnb上周发布的一个新logo引来了不少人的批评。有人说它像一枚三角型的曲别针,更无节操者甚至说它像是女性的某个器官。但是Airbnb公司仍然支持这个logo,该公司把它称做Bélo,并称它象征着归属感。Airbnb在其官方博客上称:“它是一个象征,代表了那些想要在家中获得新的体验、感受新的文化、开启新的对话的人。”大概只有斜视眼才能看得出来吧。

    正如所料,品牌专家们对这个设计并不十分感冒。他们的结论是:以前那个logo效果挺不错的,为什么要换。

    品牌代理公司CBX的创意总监里克•巴拉克表示:“我的意见是,旧的Logo对于这样一家创业公司来说就相当不错了。”

    Airbnb的旧logo,就是把该公司的名字用蓝色的英文字母表示出来。巴拉克认为这个logo既简单而且又有创业公司的感觉。它既传递了品牌的含义,同时又深深根植在用户的脑中。不过巴拉克虽然不喜欢这个新logo,但他认为Airbnb还是得坚持下去,他预测道:“外界的怒火很快就会平息下去。”

    在Airbnb发布新logo的背景下,《财富》也收集了另外几家公司选用了失败的logo的案例——至少人们的主流观点都认为这些logo是失败的。现将这些例子罗列如下:

    Vacation rental service Airbnb unveiled a new logo last week that generated a wave of criticism for its design. Some likened it to a triangular paperclip or, even more crudely, to certain female anatomy. But the company still stands by the logo, which it calls Bélo and says represents belonging. “It’s a symbol for people who want to welcome into their home new experiences, new cultures, and new conversations,” Airbnbsaid on its blog. Well, maybe if you squint.

    As to be expected, branding experts aren’t exactly thrilled by the design. Their verdict: Why futz with something that seemed to work just fine.

    “My issue is that the original logo was pretty good to begin with,” said Rick Barrack, chief creative officer at CBX, a brand agency.

    Airbnb’s prior logo – the company’s name in light blue lettering – was simple and something that more start-ups should do, he said. It communicated the brand and stuck in the mind of its users. Despite backlash, Barrack said that Airbnb should now stay the course. “The outrage will go away very quickly,” he predicted.

    Against the backdrop of Airbnb’s logo Fortune is exploring other examples of corporate branding that – at least according to popular opinion – missed the mark. Here are a few examples:

    纯果乐

    发布日期:2009年

    寿命:将近2个月

    作为百事可乐旗下的果汁品牌,纯果乐声称要为顾客提供“100%纯粹鲜榨的佛罗里达的阳光”。不过五年前该公司推出新包装时还是遭遇了一阵“阴天”。当时公司换掉了它的经典logo——一只插着吸管的橙子,换成了一杯橙汁的图案。结果负面反应非常严重。据《广告时代》称,当时纯果乐的竞争对手销量有所上涨,而纯果乐自己的销量却下跌了20%。才过了一个多月,纯果乐就匆忙换回了之前的设计。

    Tropicana

    Date released: 2009

    Lifespan: Nearly two months

    The Pepsico-owned juices , which claims to deliver "100% pure squeezed Florida sunshine" to its customers, had somewhat of a cloudy day branding-wise five years ago when it introduced new packaging. The company replaced its iconic logo - an orange-with-a-straw-stuck-in-it - in favor of a glass filled with juice. The backlash was fierce: Sales by Tropicana rivals increased, while its own fell 20%, according to AdvertisingAge. A little over a month later, it switched back to its previous design.

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